When the Jones Father/Son and specialty coffee maker team approached us to help them rebrand – shifting from a local franchise to their own brand that reflected their namesake, we couldn’t have been more excited. With the best coffee in the MPLS metro area (no lie) they needed a brand that felt as unique as the coffee they were serving – one that shared their love of coffee in an approachable way. 

Tying into their southern Californian roots, interest in vintage cars, punk rock music and things that have lasting value, we created a visual solution that juxtaposed the mixed idea of hi and lo-fidelity. Crude, black, and white illustrations paired with bright, vibrant colors to denote natural flavor profiles introduced a brand to the 3rd wave of coffee that felt immediately fresh and interruptive. The tagline “Fuel Your Curious” became a succinct and memorable way to suggest their interest in helping others discover new and unique coffee. 

In addition to designing the brand, the packaging system, and seasonal promotions we designed several spaces – including their flagship location in a small downtown, 1850’s brick and mortar – turning to punk-rock and night-club vibes for inspiration.